Abstract

This working paper acts a discussion piece to inform a conceptual paper currently under
development. The research purpose is to explore how effectively (with the election of Jeremy
Corbyn as leader) social media strategy is being used by the Labour Party. The paper presents
a contextual background to the current leadership of the Labour Party. It then presents a
literature review from two domains; that being literature on political marketing in the Labour
Party, and social media marketing as related to politics. The paper concludes with a series of
discussion points to be discussed at conference.